The LinkedIn Quarterly Advertising Monitor - Jun 2021
I have now tracked 6 quarters of ad costs since 2020. As we are getting to the middle of 2021, we are really getting out of the Covid-19 lockdown everywhere. So time to take a look at how the costs for ads on LinkedIn is evolving.
Just as a reminder, I decided to keep track of a quarterly basis of the (suggested) advertising costs on LinkedIn. The goal is to track the cost to advertise to specific groups (Sales, Marketing, and Finance) at 3 levels (Belgium, Europe, and the USA) and thus give some insights into the advertising trends. Of course, as an experienced advertising space buyer you might be able to shave off some euros or cents but I want to continue to compare the same scenarios.
The overall conclusion for mid-2021 are:
- There is an increase of 10%-20% in the CPM cost across the board
- There is also an increase of 10% in the CPC cost
- InMails & text ads remain stable
2020-2021 evolution
The overall graphs for the year (and I have taken a sample)
The numbers for Q2/2021
Remember, LinkedIn advertising, just like Facebook advertising, is getting more and more an art. By tweaking different parameters you can certainly reduce the numbers and cost!
And then there are Job Posts or Ads?
LinkedIn has had a FREE job post for a while now. Even if the visibility is low people have been using this option more frequently to get their feet wet. This has an effect in my opinion in the price of the current jobs. The job posting for a marketeer decreased to 23€/day which is a major drop of 35%. I wonder if this will continue as we exit out Covid-19 and a bigger demand for people again.
Closing thought on Targeting on LinkedIn
From the research I did last year and earlier this year when you target in the ad module of LinkedIn or use Search in Sales Navigator/Recruiter, you will not reach or find everyone that you should be reached or found. This has nothing to do with LinkedIn but with members not completing their profile.
What are your findings when it comes to LinkedIn ads?
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3 年Gabriel Ehrlich
Managing Partner, Thinking Dimensions ? LinkedIN Top Voice 2024 ?Bold Growth, M&A, Strategy, Value Creation, Sustainable EBITDA ? NED, Senior Advisor to Boards,C-Level,Family Office,Private Equity ? Techstars Lead Mentor
3 年Welcome to the years of "the Great Resignation." A recent report from Microsoft forecasts that 40% of Americans, 35% of Europeans, and a whopping 50% of Canadians and South Koreans plan to change companies within the next 12 months. No wonder you see so many executives joining LinkedIn recently. Resulting pricing increases will unfortunately become a reality in most areas as the results of the massive financial stimulus policies in both North America and Europe continues.